There's a fight brewing in the aftermath of General Motors' announcement that Holden, its Australian subsidiary, will soon cease building vehicles. With the end of production for dedicated Australian models coming in 2017, Holden will be limited to selling imported, rebadged models from other GM brands (likely Chevy), a conundrum that is evidently leaving some execs wondering if it wouldn't just make more sense to shelve the Australian marque altogether and replace it with Bowtie branding.

The story, from News Corp Australia, details the battle between executives from Holden and their counterparts in Detroit, with the former led by departing boss Mike Devereux. "Holden is one of the most valuable brands in Australia. We are committed to the brand for the long term. The brand is going to be a part of the fabric of this country for a very long time," he assured News Corp Australia. But there is the acknowledgment that keeping Holden around won't be easy: "There will now be the biggest fight ever to save the Holden brand from being shelved," NCA was told by a Holden employee. "Now that (Holden) won't be making cars and there won't be anything unique about the vehicles, the debate is going to come up again and it will be hard to win."

The unnamed employee might be right. As Holden, the brand is unable to take advantage of the marketing and ad dollars allocated to Chevy on a global basis. There's also concern from GM that shuttering production in Australia has caused irreparable damage to the Holden name. "There is no emotion in this. It will all come down to money. If General Motors thinks sales will go down because the Holden brand is on the nose, then they will switch it to Chevrolet," an insider told NCA.

What's your opinion on all this? Certainly, the financial aspect of replacing Holden with Chevy makes sense, but closing brands is a dicey business, particularly in the court of public opinion. Have your say in Comments – should Holden stay or go?


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    • 1 Second Ago
  • 65 Comments
      Philthy
      • 1 Year Ago
      I understand the financial rationale for it, but in branding terms they'd be losing as much goodwill as if they'd replaced Chevy with Vauxhall in America.
        john96xlt
        • 1 Year Ago
        @Philthy
        But Chevy is still produced in America. Holdens will be nothing but rebadged Chevy products from other markets if they continue, that is a lot different than Vauxhall's relationship to Chevy.
      unfined
      • 1 Year Ago
      They should keep the Holden name. After all, they rebadge Opels and call them Vauxhall in the UK! Why not do the same with Holden?
        aatbloke1967
        • 1 Year Ago
        @unfined
        They already re-brand GM-DAT products as Holdens in Australia.
        Ken Westmoreland
        • 1 Year Ago
        @unfined
        GM makes cars in the UK - the Astra and Vectra are built in Ellesmere Port and the Vivaro van in Luton, so keeping a local brand name is still justified. Most of what is produced by Vauxhall is exported, with Opel badges and in left hand drive, whereas Holden's exports to left hand drive markets are now minimal. The UK car market is larger than Australia's, and the UK is part of a larger market. - the only country that can import Australian cars duty-free is New Zealand. There has been talk of dropping the Vauxhall brand in favour of Opel (which has been used in right hand drive Ireland for decades) but nothing more. I thought that Holden would outlive Vauxhall because it actually designs and engineers its own models, something Vauxhall no longer does, but that's not proved to be the case.
      Tonyfumi
      • 1 Year Ago
      Bring on Chevy, Cadillac and Buick. The Holden brand means nothing now. As an Australian I feel If the Holden brand continues it will just mocking us. Chevy is just another foreign brand like Toyota or BMW, no pretensions to be Australian.
      Andrew Thomson-Ko
      • 1 Year Ago
      Was devastated by the news yesterday. But if this means they'll start importing U.S. made Chevy's and Cadillac's then hell yeah bring it on!
        nettsu
        • 1 Year Ago
        @Andrew Thomson-Ko
        They've looked at importing Cadillacs previously and the business case didn't stack up apparently. Would have been too expensive.
      nettsu
      • 1 Year Ago
      It works for Vauxhall so why not here? Vauxhall for the large part are just rebadged Opels. And I do think it would be marketing suicide to change the name to Chevy. Chevy doesn't have a presence here so GM would have to spend up big to get the brand recognition (something they failed to do with Opel and that was withdrawn after roughly a year on the market). I personally think it's suicide if they do. Both Ford & Holden are going to hurt for a while after this - we're a vengeful mob down here...
      Autothoughts
      • 1 Year Ago
      Lose all brand equity? That would be a stupid move.
      Travis C. Vasconcelo
      GM always kills things prematurely. Saturn, Saab, Pontiac, Oldsmobile, Hummer, and now Holden. Why not stop production temporarily and see where things go? Why do they just shutter brands like that? I guess Buick and GMC are next to go…then they will have Chevy and Cadillac to shove down our throats. It was better when the divisions of GM had their own designers and an actual pulse. Now it is just the same crap with more or less options. No reason to shop the more expensive division at all.
      linuxaddict7
      • 1 Year Ago
      GM should do whatever financially makes sense. No sentiments.
        jtav2002
        • 1 Year Ago
        @linuxaddict7
        But, but, that makes too much business sense. Something lost on most here.
      Alasdair
      • 1 Year Ago
      From my (Australian) perspective, I doubt they will. Chevrolet evokes to my mind nothing more than 1st gen Camaros and Corvette Stingrays here (although I totally lost my sh*t when I saw an 2 SS's) - nobody here that doesn't read American car magazines and internet sites would no what the current Impala looks like. If you waited 10 years or so after Commodore is off the market, maybe.
        Alasdair
        • 1 Year Ago
        @Alasdair
        Sorry to reply to my own comment but just personally I don't think it makes a difference the badge. Except people who put Chevy badges on Commodores - yes it's (the V8 - V6 is made here) a Chev engine but the rest is definately Holden.
      Polak_RX8
      • 1 Year Ago
      Another brand killed by GM. No one will buy a Chevrolet in Australia. Holden is part of their heritage.
      Terry O'Donnell
      • 1 Year Ago
      If Chevys are sold in Australia, would bogans put Holden badges on them? #justsayin
      Vassilis Alex
      • 1 Year Ago
      Oh so it's getting worse? I hope somehow, some people buy Holden off GM and help it survive.
        Robert Ryan
        • 1 Year Ago
        @Vassilis Alex
        Who knows what will happen in the future.
          Daniel D
          • 1 Year Ago
          @Robert Ryan
          I do, but I am negotiating movie rights at present. Need to be quick though.... dang I've said to much.
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